Umano Merkidentiteit troch Ruis Vargas is in heech wurdearre winner fan de tige prestizjeuze 2021 A' Design Award yn Izer yn de kompetysje-kategory Grafyk, Yllustraasje en Fisuele Kommunikaasje Ûntwerp.

IzerGrafysk· 2021

Umano Merkidentiteit

troch Ruis Vargas

Klant: Laika

A' Design Award yn Izer Winner yn de kategory Grafysk

12,725

Ferifiearre Priiswinner

Ferifiearje Prisstatus foar #116954

Besykje Side Besjoch by A' Design Award Parseberjocht Priisbadge

Kleuren

It Untwerp

Oer Umano Merkidentiteit

Book Text: Umano is in merkidentiteit makke foar in hotelbar yn São Paulo, Brazilië. De identiteit put út kulturele antropofagy, in literêr konsept dat humor kombinearret mei de frije werynterpretaasje fan bûtenlânske ynfloeden. It projekt omfettet in logotype, fisitekaartsjes op 300 gram offsetpapier, in menu, in tas, oerflakontwerp en posters printe op 75 gram offsetpapier en plakt op ynterieurmuorren. Grafyk en arsjitektuer komme byinoar om fisuele narratieven te foarmjen dy't stedsgesichten en lokale gedichten opnij ynterpretearje. It doel is om ôf te wiken fan de formele toan fan tradisjonele hotelbars.

De Erkenning

Oer de A' Design Award yn Izer

Umano Merkidentiteit is in winner fan de A' Design Award yn Izer, in prestisjeuze erkenning foar goede ûntwerpen dy't foldogge oan de profesjonele en yndustriële easken dy't ferwachte wurde fan goed ûntwurpen skeppings. Izerwinners litte grutte feardigens, hege spesjalisaasje, deskundich begryp en kreatyf fermogen fan har makkers sjen. Fan Umano Merkidentiteit wurdt ferwachte dat it in tige heech achte, bewûndere en dierbere skepping is dy't praktysk en ynnovatyf is. Dit winnende ûntwerp fan de A' Design Award yn Izer yntegrearret de bêste praktiken fan de sektor en hat feardige technyske skaaimerken ferbûn mei kennis en talint. Umano Merkidentiteit wurdt respektearre foar syn yngeandens en is ûntwurpen om ferbetteringen fan de kwaliteit fan it libben te leverjen dy't helpe de wrâld ta in bettere plak te meitsjen.

Efter it Untwerp

Parsepakket

Credits, teamleden en technyske details levere troch de ûntwerper.

Unike Eigenskippen: Sao Paulo bears the stigma of being a serious and unwelcoming city and their resident is reputed to be less than hospitable. However, since the beginning of the 20th century, there has been a cultural tradition in the city permeated by a sense of humor and artistic invention. Cultural anthropophagy is a product of this. The Umano name and identity project is a break from the traditional seriousness of hotels - a materialized rupture, physically and graphically.
Ofmjittingen & Ferpakking: Poster sheet format 420 mm x 620 mm on offset paper 75 g. Printed in 4X0 CMYK colors. Business card format 90 x 50 mm printed on 300 g offset paper, in 4 x 4 CMYK colors.
Labels: Brand, poster, logotype, illustration, visual identity, Laika Design
Produksjetechnology: To reify the brand, the identity project consists of business cards, printed in 300 g weight, menu, bag, surface design, architecture interaction and posters. The latter, printed on 75 g offset paper to be glued to walls and sidings inside of the Umano bar.
Untwerpútdaging: Sao Paulo is a city that rebuilds itself every day, houses are demolished and buildings are built quickly, generating trendy neighborhoods at every moment and many regions end up losing their cultural relevance, causing tourists to focus only on these islands of services. The Umano bar needed to be an entertainment and service option authentically from Sao Paulo and that would generate a more intense nightlife in his neighborhood, making loyal the hotel public of the region.
Undersyk: The Laika method is based on the synergy between linguistic and pictorial skills. Every project begins with the construction of its meaning, an affirmation, and the need to design small graphic narratives. Thus, the brand and its visual identity elements, made by Laika, allow the creation of diverse visual narratives, which contemplate the daily needs of communication and realization of the culture of the Umano brand.
Ynspiraasje: The premise to develop a new brand for Ibis’s bar was cultural anthropophagy, a literary concept created by Oswald de Andrade, writer and poet from Sao Paulo. The principal aspect about cultural anthropophagy is the sense of humor: only concerns me what is not mine, say the poet. And an unusual behaviour, which is defined by devour without prejudice any culture that is foreign to it. That concept was the inspiration to create the Umano spirit and the brand’s lifestyle.
Projektdoer: The project started in January 2020 and finished in July 2020 in Sao Paulo, Brazil.
Operaasjestreamferrin: In the Umano bar, the symbiosis between design and architecture allows to fill every spot of the bar with visual narratives, which invite the client to experience reinterpretations of the city's sights: the geometric designs of the sidewalks or representations of iconic buildings, namely Copan. Many icons are reinterpreted by the language project, such as excerpts of songs and clippings of poems by authors from the city. The client finds a city which deconstructs its seriousness and coldness.
Patinten: Laika Design
Teamleden: Ruis Vargas, Creative Director, Agnes Svilenov, Designer
Ofbyldingskrediten: Laika Design